Federico Mancin - Community Management

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    22-Nov-2014

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YDL Milano || May 23rd + 24th

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  • 1. Ges$re le community su Facebook Cosa, quando e come dirlo
  • 2. BRAND COMMUNITY Sono ben 8 milioni gli italiani che si relazionano con le community legate a brand o aziende e 1 milione e mezzo di loro vi fa visita quo$dianamente. Il 57% degli uten. Facebook (pi di 23 milioni in Italia socialbakers.com/Marzo 13) fan di almeno una fanpage di un brand, con un numero medio di 40 fanpage per ogni utente.
  • 3. 0,5% propor>on of fans talking about a brand on Facebook
  • 4. People dont have a rela>onship with your brand The big majority of consumershave mul>ple partners 72% of Pepsi Drinker also like Coca-Cola
  • 5. SOWHAT?
  • 6. SO WHAT? This must not depress or surprise but INSPIRE us FOR OUR MISSION
  • 7. WHAT MISSION? BE A PART OF WHAT PEOPLE ARE INTERESTED IN
  • 8. IT ALSO MEANS: GIVE MORE THAN YOU TAKE
  • 9. ..AND: TAKE A POSITION, NOT ONLY A POSITIONING
  • 10. JUST MOVE ME, DUDE (Dan Wieden)
  • 11. 1. Dening a REASON WHY DRAW YOUR ROADMAP
  • 12. WHY HOW WHAT 1. Dening a REASON WHY
  • 13. 1. Dening Your OBJECTIVES 2. Dening your LANDSCAPES DRAW YOUR ROADMAP
  • 14. KILLER QUESTIONS 1. What is your strategic business objec>ve? 2. What are the challenges in your category? 3. What do you want to be known for? 4. Who are you targe>ng? 5. What is the compe>>on doing? 5 2. Dening your landscapes
  • 15. 1. Dening Your OBJECTIVES 2. Dening your LANDSCAPES 3. Understanding Your TARGET DRAW YOUR ROADMAP
  • 16. From knowing yourself BRAND to knowing your audience TARGET The real story is in the middle. 3. Knowing your target
  • 17. 1. Dening Your OBJECTIVES 2. Dening your LANDSCAPES 3. Understanding Your TARGET 4. Thinking like a PUBLISHER DRAW YOUR ROADMAP
  • 18. 4. Think like a publisher PLAN
  • 19. PLAN content calendar
  • 20. 4. Think like a publisher PLAN IMPROVISE
  • 21. IMPROVISE
  • 22. IMPROVISE
  • 23. 4. Think like a publisher PLAN IMPROVISE MANAGE
  • 24. MANAGE NETIQUETTE ISSUE MANAGEMENT TOOLS TEAM/FLOW DEFINITION Q&A BLOCKLIST
  • 25. 1. Dening Your OBJECTIVES 2. Dening your LANDSCAPES 3. Understanding Your TARGET 4. Thinking like a PUBLISHER 5. Being MEASURABLE DRAW YOUR ROADMAP
  • 26. MANAGE NUMBER OF FANS / FANS GROWTH ENGAGEMENT RATE (Interac>ons / Total Reach) SENTIMENT
  • 27. TO SUM UP ACCEPT THE CHALLENGE PREPARE YOURSELF ..and keep yourself updated! ENJOY!
  • 28. Ges$re le community su Facebook Cosa, quando e come dirlo Federico Mancin TW: @federico_mancin